The Renormalization of Smoking? E-Cigarettes and the Tobacco "Endgame".

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    • Abstract:
      The authors discuss the growing popularity of electronic cigarettes (e-cigarettes) in the U.S. as of January 2014. Updates on sales, marketing campaigns launched and response of the public particularly the youth to e-cigarettes are given. Also discussed are the reaction of the World Health Organization (WHO) to threats posed by e-cigarettes to tobacco control, how the positive representation of smoking in films influenced adolescent smoking and potential health issues related to e-cigarette.